Stock Concept Store Co-Founder
Nazrin’s passion for fashion was sparked during her exchange year in the U.S., where she took art management classes. In 2016, she launched her own clothing brand, and by 2019, joined forces with Anar Scandar and Saida Nazirova to open Stock – originally a space for their own designs that soon grew into a thriving concept store for local brands. Alongside her entrepreneurial ventures, Nazrin also serves as PR Director at the Four Seasons Hotel.
How do you start your day?
I always begin with facial care, personal hygiene, and breakfast. On pilates days, I get up at 6 a.m., train at 7 a.m., and have breakfast afterwards. And, of course, coffee is essential.
What is the most important rule you have learned from business?
I’ve realised how crucial it is to build effective communication with people. In a team, understanding each other and maintaining open communication is vital.
Were you inspired by any brand when choosing your field?
I draw inspiration from many brands – their philosophy, aesthetics, and the era in which they emerged. One designer who truly resonates with me is Yves Saint Laurent; his vision of womanhood feels timeless and empowering. And naturally, I’m inspired by the Four Seasons as well. Just look at its logo – it beautifully captures the elegance and meaning behind the name.
What is more important – talent or hard work?
Both qualities are equally important. Talent without effort is nothing.
What book should every entrepreneur read?
“Aesthetic Intelligence” by Pauline Brown. She discusses the importance of aesthetics in a brand and offers insights into how to develop it.
What separates a good entrepreneur from a bad one?
I would say it’s the difference between the experienced and the inexperienced. Everyone makes mistakes, but the key is to learn from them and keep growing.
Which qualities are needed for a successful business in the fashion industry?
Taste, attention to detail, and a deep understanding of the market. You need to be able to identify what’s missing and offer something fresh.
What does good taste mean to you?
It’s when a person’s image reflects their true self. It’s not about copying, but about expressing style through personal experience, interests, and culture.
What other business goal are you striving for?
In the beginning, we didn’t have a set business goal – we had an idea. We were designers with our own vision. Over time, we grew to include 20-30 designers. But from the start, we’ve seen Stock not just as a design concept, but as a community.
In 2025, Visa together with Birbank Biznes, is launching an educational and competition program called “Create your success story.” Program participants will acquire key business skills, receive support from experienced mentors, and at the end of the program, they will have a chance to compete for cash prizes to grow their business. The total prize fund of the competition is 60,000 azn.
Applications can be submitted until June 10, 2025 (inclusive) on the program’s website:
https://shesnext.emergingeurope.org/az/
